Sunshine Lighting's third-quarter report showed that the company achieved operating revenue of 3.13 billion yuan in the first three quarters, LED lighting revenues exceeded expectations, and LED lighting business entered the fast lane development period. This good news has triggered more thinking in the lighting industry. After nearly a decade of gold development, LED lighting has brought about changes from flocking to shuffling in the industry, and then to the stage of stalemate. In 2015, there were strong brands that began to surface, including Mulinsen and Diligence. New brands such as Zhou Ming. So, in the era of LED lighting, how does sunlight lighting as a traditional lighting brand achieve the second take-off? To this end, the author interviewed Mr. Hu Wei, the director of the Sunlight Lighting Market, and explored the “sparkling point†of the sun lighting, showing the enterprise. Active and enterprising, constantly innovating and developing.
Industry continues to integrate, companies must pay attention to market characteristics
Hu Wei believes that this year's LED lighting industry's overall market conditions, there are four most prominent features: price war, overcapacity, insufficient demand, insufficient marketing capabilities, e-commerce shocks, and in addition to e-commerce shock is gradually becoming apparent from 2012 In addition, the other three features have been in the industry since its development.
"There are such a causal cycle relationship between these five characteristics. Every year, companies will continue to have new products, and better products will replace the previous products. These processes will have a comparison of product quality, which will result in The so-called price war; and these new products have a lot of products that are relatively not market demand, the enterprise is still investing, and many of the enterprise products, although low in price, have not found a suitable market, there is no suitable dealer to promote sales. Insufficient influence on the promotion of e-commerce, the lack of price alone to fully attract consumers, resulting in overcapacity in the entire industry; insufficient demand and overcapacity is actually a causal relationship, companies need to do market research every year to grasp the market characteristics It is nothing more than to make our products in line with market sales, attractive pricing, but many companies have not done this." Hu Yu analyzed.
In fact, the industry is consolidating and shuffling every year, but the lighting industry does not integrate like other industries and will produce some giant companies. Hu Wei said that there is nothing wrong with it, because this is determined by the characteristics of lighting products. It is integrated with some enterprises that are not well-managed, not ready to operate for a long time, and only have immediate interests. After the price war, they are competitive and stay uncompetitive. The industry will be eliminated and the industry will gradually become more standardized and orderly.
Multi-channel efforts to consolidate the terminal market
In the promotion of its own products, Sunlight Lighting is no longer limited to a single channel. Sunshine Lighting China's business sector in the first three quarters of the development strategy for the Chinese market, through the home channel, hardware channels, engineering channels, multi-channel efforts to consolidate the terminal market of sunlight lighting. “In the home channel, through the establishment of a 2000 square product experience exhibition hall in the ancient town, the product has been systematically upgraded to enhance the competitiveness of the product, and the harvest operation in August has expanded the channels in key areas of the country, absorbing more. Excellent distributors, and developed more fist products, product plus channels enhance our comprehensive strength," Hu said further. "The biggest highlight of this year is on the hardware channel, through deep cultivation, put our online store from The province has expanded to the prefectures, counties and towns to villages, and the number of outlets has been upgraded and the quality has improved. Of course, this is based on the investment in our publicity and the launch of core products."
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